Rdio introduces free streaming music service with no ads

Digital music provider Rdio is launching a free, on-demand version of its service with no advertising, promising users uninterrupted streaming access to more than 12 million full-length songs.

Rdio will limit free access to its desktop platform--consumers who wish to stream music to their mobile devices must sign up for the Rdio Unlimited package, which offers unlimited web and mobile listening for $9.99 per month. Rdio also will institute limits on how much free music consumers may access: A customized meter at the top of the user's profile page indicates how much free music they have available each month. In a statement, Rdio said it believes the free service will convince consumers to see the value in signing up for its premium, full-featured offerings.

New users can sign-up for free access immediately via the web or any of Rdio's mobile apps--subscribers do not need to download software or supply credit card information, with Rdio requiring only an email address or Facebook account. Facebook users can also leverage Rdio social sharing features, create custom and collaborative playlists, and get personalized music recommendations.

Rdio first announced last month that it would unveil a free version of its service--rival MOG premiered its free, HTML5-based streaming music solution that same day. Both Rdio and MOG are following in the footsteps of Spotify, which rolled out free, ad-subsidized streaming services when it launched in the U.S. in mid-July.